Catch the LFW shows from the comfort of your sofa!

03 February 2010

Oooh, what’s this? News from Somerset House! Yep today we heard that London Fashion Week is going digital! And this time we’re not referring to pretty printed dresses. Yep, the BFC is about to announce that footage of the A/W '10 shows will be streamed on its website. This means that fashion fans from Milton Keynes to Dundee will be able to enjoy the spectacle as it happens – and make up their own minds about the collections.

Quite a revolutionary move when you think about it – seeing as how for years the collections have been closely guarded by those within the industry. Until internet fashion sites like Grazia Daily started posting the catwalk pictures online, customers waited 6 months until the magazines came out and the clothes were actually in the shops.

Now, with film of the catwalks being made available, everyone who is interested will be able to check out the shows and make up their own minds before (eek!) fashion journalists have edited it down for them. (Will we still have a job at the end of this?)

Alexander McQueen was one of the first designers to see the potential of letting his fans in on the secret by streaming his amazing Atlantis S/S '10 collection live on fashion website SHOWstudio.

Now designers showing at the official venue Somerset House - the beautiful building on the banks of the Thames, home to British Fashion Council HQ and brilliantly glam winter ice rink, will be offered the chance to stream their shows during LFW later this month. Meanwhile other designers, like Hussein Chalayan, Boudicca, Antoni & Alison, Danielle Scutt and Twenty8Twelve will be screening short films showcasing their collections on the site as well. 

In the meantime, will we be able to work from home during fashion week, tucked up in front of the laptop with a nice cup of tea, rather than ploughing through the usual mad dash between six venues a day in our ankle-cracking heels? It's a nice thought isn't it?

Read the full lowdown here


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